Africa’s Halloween campaign for Budweiser is not what you expect. Sure, there are scary bits in its story. Yes, there’s a lethal-looking knife, a ghost-like figure and danger. But they’ve been given bit roles. “When we found out that screenwriter, John Carpenter, said in an interview that some packs of Bud kept him company during the long nights working on the Halloween II script, we saw that Bud was not only the beer behind the music and the sports, but also the movies,” Africa stated.
In its own weird – and wonderful – way, Africa has created a celebrity endorsement campaign for Budweiser.
The campaign, and the campaign film, are tributes to Carpenter, “The King of Halloween”. They also invite horror movie fans to enjoy Bud as Halloween’s beer, more specifically, Halloween 11’s beer. And importantly, they link Budweiser to an audience of movie fans. (Could there be more campaigns built on movies in the beer’s future?)
There’s also a quirky add-on to the campaign.
Linked to the film is an invitation to a very special open-air session of the movie on 31 in one of Sao Paulo’s most iconic places, the Copan building. To get a ticket, people have to go to one of the last remaining video rental stores in the city some hours before the session and ask for the film VHS tape, reliving the nostalgia of renting a videotape just like old times, and “a recognition of one of the screenwriters responsible for one of the most loved horror films of all time,” Africa commented, and marking Bud as the beer “serving as inspiration for iconic cinema stories.”
https://vimeo.com/369919833
Credits
Agency: Africa
Chief Creative Officer: Sergio Gordilho
Executive Creative Director: Matias Menendez
Creative Directors: Fernando Marar & Rodrigo Barbosa
Creative team: Fillipi Almeida & Denilson Silva
Client Services: Carol Boccia, Heloisa Pupim, Francine Pellacani, Leticia Fiaschi, Mariana Marcao & Vinicius Lopes
Media: Rodrigo Famelli, Antonio Arbex, Bruna Morano, Leonardo Araujo & Fabio Vannucci
Planning: Jose Lucas, Julia Hodgkiss, Felipe Paku & Sabrina Teixeira
Producers: Rodrigo Ferrari, Tais Olhiara & Karen Nakamura
Production Company: Boiler Filmes
Director: VIRA-LATA
Assistant Director: Renata Borges
DOP.: Yuri Maranhao
Art Director: Camila Kogut
Executive Producers: Gabriel Dagostini, Eduardo Lubiazi & Carolina Cherobim
Client Services: Marcela Santos, Luisa Ferreira & Dayane Dantas
Production Coordinator: Stefanie Korb / Carolina Latorre
Producer: Andrea Tomeleri
Editing: Giordano Maestrelli
Post-production Coordinator: Fezao Barbieri & Rafael Barao
Post-production: Clan VFX
Color Grading: Marla
Sound Design: Evil Twin Music
Sound Producers: Andre Faria, Murilo Faria, Andre Namur & Jimmy Gressler
Sound & Client Services: Juliana Tangary & Juliana Nascimento
Sound Finishing: Andre Namur & Jimmy Gressler
Client: Budweiser
Client Team: Ricardo Dias, Bruna Buas & Alice Alcantara
